NEW YORK — Tommy Hilfiger Corp. is spreading its prolific sponsorship activities to a new generation. The company’s U.S. division has just inked an endorsement deal with Point X Camp, a specialty training camp and action sports facility for kids, located in Aguanga, Calif.
Under the terms of the multiyear arrangement, Hilfiger is the official apparel sponsor and will provide counselor uniforms, camper clothing and promotional product to camp participants. The sponsorship includes branding rights throughout the 75,000-square-foot camp and on all facility advertising, and Hilfiger also has the naming rights and owns available branding and signage areas in the bowl area-rhythm park, an extreme-playground area where skateboarders, BMX riders and in-line skaters learn and practice their skills, training with elite pro athletes.
Tommy Hilfiger, principal designer of the firm, couldn’t be reached for comment Friday, but said in a statement, “Point X Camp is at the epicenter of the action sports world as host to the top pro athletes, as well as the next generation of stars. Our sponsorship of Point X Camp brings our preexisting connection with action sports to the next level.”
Noting that the action sports niche is one of the fastest-growing sports categories in the country, the company said the partnership with Point X Camp allows Hilfiger to “leverage its brand within an important target consumer group.”
In the past, Hilfiger has sponsored the U.S. Freestyle Ski Team and the extreme solo-sailor Brad Van Liew in the “Around Alone” yacht race, in addition to a number of music-related events and concert tours.